LARGO, Fla., Nov. 9, 2011 // PRNewswire // -- With its Valpak Deals® product now live in 43 cities with plans to expand to 50 by year end, Valpak® (@valpakcoupons), synonymous with savings for 43 years, believes it has solved the puzzle of how small businesses can safely navigate the pitfalls of the daily deals space.
Valpak Deals offers a twist on the typical "deal of the day" model. Valpak Deal savings can last more than one day -- even taking a break and coming back. That flexibility gives merchants the ability to structure their deal to match their business needs -- driving business, when and how it makes sense for them, rather than create a one-day rush that can be overwhelming to a small business.
Valpak Deals is an answer to some of the large deal sites, many of which make news by creating havoc for both advertisers and consumers including inventory problems, poor customer service and profitability issues.
"We've created an effective, merchant-friendly product that solves those problems," said Michael Vivio (@mvivio), president of Cox Target Media, Inc. and Valpak. "With Valpak Deals, we do things differently. We promote the offer in hyper-local print in addition to digital channels, and then we spread the offer out over time to deliver volume response in smaller, manageable intervals. Merchants don't want or need business through a fire hose, they need quality customers but at a rate their business can handle."
Marketing budgets are tight. Among small businesses with 5-9 employees, 55% spend less than $7,000 annually on marketing and on average, small businesses spend $17,000 a year on marketing.* They need solutions that deliver a reliable return on their marketing investment. And a merchant-friendly Deals product can help extend that budget and build their business.
Valpak Deals can stand alone or be added to a larger integrated multi-media marketing strategy that includes the trusted Valpak Blue Envelope, Valpak.com, SMS Text, and more. It connects the power of print and digital and it leverages 40+ years of success structuring effective offers that both appeal to consumers and build local businesses.
Plus, unlike some daily deal seekers who come in from across town for a one-time deal, Valpak's local consumers are more likely to spend more during a transaction. In addition, Valpak reaches consumers with above average income with a higher propensity to spend that discretionary income.
Valpak Deals are found on www.Valpak.com, alongside tens of thousands of Valpak coupon offers. The combination of Valpak Deals and free local coupons promoted in the familiar Blue Envelope and Valpak.com, enables hyper-local targeting not possible in other e-commerce Deals offerings.
"We have to give the big daily deal sites credit though -- they figured out how to create a marketing budget in businesses that may not have had it. That's fantastic," said Vivio. "But it's our ability to bring a multi-media mix of tools that makes it work for merchants. Consumers know and trust us. We have feet on the street with our 170 local offices. And with our well-known envelope and website, we don't need a constant supply of new e-mails. We are sustainable -- and profitable. We're probably the only people that have the scope to support this."
* 2011 Local Advertiser Study, Research Now, October 2011
Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, Inc., a subsidiary of Atlanta-based Cox Media Group, Inc. With nearly 170 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions with www.Valpak.com®, an online site for local savings, which has nearly 70 million offer views each month, and has apps available on most mobile platforms. For more information, please contact 1-800-676-6878.
Cox Media Group, Inc. is an integrated broadcasting, publishing, direct marketing and digital media company that includes the national advertising rep firms of Cox Reps. With $1.8 billion in revenue, the company operations include 15 broadcast television stations and one local cable channel, 85 radio stations, eight daily newspapers and more than a dozen non-daily publications, and more than 100 digital services. Additionally, CMG owns and operates Valpak, one of the leading direct marketing companies in North America. For more information about Cox Media Group, please check us out online at www.coxmediagroup.com.
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